After acquiring a frozen dessert brand with weak performance, a multi-category, multi-brand CPG manufacturer wanted to conduct a deep dive on the category to discover new growth opportunities for the ailing brand.

The client lacked experience in the frozen dessert category, which had very different dynamics than the client’s core frozen meal brands. The new brand had low market share, holding the #3 and #4 positions in its category during the Thanksgiving and Christmas seasons.

IRI conducted a full category and competitive landscape analysis of key sales periods to identify growth drivers and opportunities for the brand. Additionally, IRI analysed key consumer segments to identify specific targets and then assisted in building sales stories to close distribution gaps. From these core analyses, IRI identified several key recommendations:

Use cross-promotion and targeted marketing to leverage the existing buyer base of the client’s core brands

Innovate with new flavors to capture less-pursued holidays and single servings to capture non-holidays

The Result

These recommendations drove a sales lift of 41% (A$59 million) over two years, enabled the client to achieve category leadership (#1 brand overall and during the holidays, up from #3 and #4), and added 1.5 million new households to the category.

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